Fake reviews and “sneaky hidden fees” blamed for costing consumers £2.2billion every year are now banned. From today, all admin and ticket booking fees must be included in the headline price and must not be “deceptively dripped in” during checkout process.

The aim is “bring to an end the shock” experienced by too many shoppers when the time comes to make their payment.

Whether people are ordering a takeaway or buying cinema or concert tickets, the true price must be clear at the start of the process.

It is hoped this will make it easier for people to compare the real cost of products and services – and prevent “well-intentioned and compliant businesses from being under-cut by those seeking to catch out consumers with stealthy additional prices and fake reviews”.

The Government claims the new rules will “prevent punters turning up to a restaurant with five-star reviews only to be served one-star quality food”.

Reviews are now a major influence on purchase decisions. Nine of 10 consumers use reviews and £217billion was spent on online retail in 2023.

While “hidden fees” are banned, optional fees – such as airline seats and luggage upgrades – will be permitted.

The hosts of websites are now accountable for the reviews on their page. A new legal requirement means businesses and online platforms must take action to prevent the publication of fake reviews – and to remove any that do appear.

Employment rights minister Justin Madders said: “From today consumers can confidently make purchases knowing they are protected against fake reviews and dripped pricing. These changes will give consumers more power and control over their hard-earned cash, as well as help to establish a level playing field by deterring bad actors that undercut compliant businesses, helping to deliver economic stability as part of our plan for change.”